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@inbook{764199,
author = {Okazaki, Shintaro and Škapa, Radoslav},
address = {Hershey, New York (US)},
booktitle = {Raisinghani, Mahesh S. (ed.), Handbook of Research on Global Information Technology Management},
keywords = {Marketing; global strategy; local strategy; websites presentations},
language = {eng},
location = {Hershey, New York (US)},
isbn = {978-1-59904-875-8},
pages = {99-117},
publisher = {Idea Group Reference},
title = {Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic},
url = {http://www.igi-global.com/reference/details.asp?ID=7134},
year = {2008}
}
TY - CHAP
ID - 764199
AU - Okazaki, Shintaro - Škapa, Radoslav
PY - 2008
TI - Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic
VL - 1.
PB - Idea Group Reference
CY - Hershey, New York (US)
SN - 9781599048758
KW - Marketing
KW - global strategy
KW - local strategy
KW - websites presentations
UR - http://www.igi-global.com/reference/details.asp?ID=7134
N2 - This chapter examines Web sites created by American Multinational Corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we scrutinized (1) the type of brand Web site functions, and (2) the similarity ratings between the home (U.S.) sites and Czech sites. Implications are discussed from the Web site standardization versus localization perspective.
ER -
OKAZAKI, Shintaro and Radoslav ŠKAPA. Understanding Brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic. In \textit{Raisinghani, Mahesh S. (ed.), Handbook of Research on Global Information Technology Management}. Hershey, New York (US): Idea Group Reference, 2008, p.~99-117. 1. ISBN~978-1-59904-875-8.
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